Quiet luxury is a term that is becoming increasingly popular in the world of fashion and lifestyle. But what is it exactly? Is it a fashion trend, a phenomenon, or a marketing stunt? Let’s delve into the background of this word and its significance when it comes to shopping.

What is quiet luxury?

First and foremost, the term quiet luxury refers to an approach to fashion and lifestyle that prioritizes simplicity, elegance, and the quality of materials. Instead of seeking eccentricity and visibility through the most famous and recognizable luxury brands, proponents of quiet luxury prefer a more discreet form of luxury, based on attention to detail and refinement.

This trend towards understatement is reflected in high-quality clothing and accessories with minimalist designs, free from embellishments. Rather than seeking ostentation, this new trend values essentiality and functionality, featuring durable materials such as silk, wool, and cashmere.

How did the quiet luxury trend originate?

The quiet luxury trend is believed to have originated as a response to the excessive ostentation and visibility of traditional luxury. In an era where image and brand have become more important than the actual quality of a product, quiet luxury represents a shift towards sobriety and discretion.

According to a recent article in Time magazine, the inclination to choose no-logo clothing is believed to be a consequence of the negative effects that the pandemic has had on the global economy and the psychology of individuals, leaving behind traces of uncertainty and hardship in society. It has also fostered a greater sense of solidarity and empathy towards those who have experienced or are experiencing difficulties. A similar phenomenon occurred during the 2008 crisis, and it is typically observed during periods of recession.

At the same time, quiet luxury has also become a marketing phenomenon. Fashion and lifestyle brands have recognized that there is a segment of consumers seeking something different from traditional luxury, and they are trying to meet this demand and capitalize on this trend.

During a recent conference of the global giant LVMH, Chief Financial Officer Jean-Jacques Guiony stated that the group intends to embrace and cater to this increased inclination towards understated elegance. “For us, it is not a problem,” he affirmed. “LVMH had already anticipated a higher demand for garments with a discreet aesthetic and is ready to meet everyone’s needs with tailor-made products.”

An increasing number of brands are therefore launching collections and products that embody the concept of quiet luxury with the aim of attracting consumers who seek a less visible or ostentatious form of luxury. These garments are expensive, but they prioritize anonymity and emphasize quality and durability over time. This is why the term “invisible luxury” is used, referring to the choice of a low-profile style that still commands significantly high prices.